Campaign after campaign we look to take our reporting data on creative effectiveness and apply it to improving future campaign creative. We look at CTR, the landing page conversions data, and the actions taken by the visitors once they land on the landing page. It becomes clear that the traditional 20 – 30k banner ads simply aren’t as effective as a banner ad with more file weight. This brings me to the question of why publishers are not working to increase the maximum file sizes they allow. I recently sent a link to the IAB.net, which lists the recommended maximum initial download to be 40k for standard ad sizes to the publishers I work with regularly. Surprisingly, a number do not accept sizes higher than 30k. If publishers are not willing to invest in improving their ad servers, I wonder how long they expect to receive advertising dollars when it is just as easy to work with a similar publisher?
